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Viral Marketing Primer

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					Viral Marketing
                       Overview

 Introduction
 Probability for Growth
 Distinctions among Users
 Marketing Goals
 Outcomes to Expect
 Costs and Financial Resources
 People Involved and Their Roles
 Case Studies and Awards
 Local Cases
 Best Practices
             What is Viral Marketing?

 Viral marketing is a term used to describe the technique
 used to increase awareness of a certain advertisement
 through self-replicating processes.

 The basic rule about viral marketing is that you only have
 to think of a way that your advertisement would
 encourage people to pass it along.

 This is why this technique is more often called “word-of-
 mouth marketing”.

 Where and what to use for the advertisement is up to
 you.
            What is Viral Marketing?

 As a publisher of advertisements, we wanted to add a
 viral effect to it so that it may achieve significant
 result in driving traffic to our ads.

 More traffic to our ads means bigger probability of
 sales and an increase in brand awareness for the
 advertiser of the ads.
                 Probability for Growth

 My opinions first,
   Viral marketing have more significant impact than regular
    advertisements.
   Also any viral process has lots of choices to implement which is
    why this technique has a big chance for growth.
   A viral process is always a tough idea.

   Media enhancements are very good tools and fun.

   The good thing with viral marketing is the cheapness of the
    overall process.
   I think this technique will grow gradually and will rarely drop
    and if it did, it is expected to be minimal.
               Channel Distinctions

 “Viral marketing is based on the belief that marketers,
 using traditional advertising, can no longer deliver
 credible messages. Only customers can!” ~Keith Bates

 This pertains to building distinctions between business
 and customers or B2C.

 Company-consumer communications were weakened
 by internet because it is mainly global, fast, and digital.
              Channel Distinctions

 If companies would want to use word-of-mouth
 marketing then they must focus on strengthening
 their consumer’s ability to communicate with
 another consumer.

 Using the internet as means of marketing is
 becoming a need nowadays if the goal is to have a
 cheap advertisement and gain brand awareness in a
 fast and effective way.
                         Goals

 The goal of viral marketing is to make people
 promote your product in order to increase brand
 awareness.

 If your target consumer is everybody, usually it is
 when you use this technique.

 If your shops are accessible anywhere on the globe,
 then it is best to advertise this way.
                        Goals

 From process to achieving your main objective, you
 come up with different decisions that could serve as
 your small goals. For example, choice for digital
 media, or how to be able to find a way that would
 best represent your product but not exaggerate it on
 your material that has an element of uniqueness and
 will entail a good impression on the consumer side.

 Your objective is always your main goal.
            Examining The Outcomes

 There are two opposing sides who says viral
 marketing cannot be controlled and those that
 disagrees.

 We wanted to listen first to those that disagree
 because they think that viral marketing can be
 controlled.

 Before you engage in viral marketing, you try to
 anticipate all the possible outcomes.
                Examining The Outcomes

 According Joseph Carrabis,
   “The completely controllable part of viral marketing is based on
    mathematics and deals with the following questions:”
    1.   How many individuals does the campaign need to start with (seed)?
    2.   How fast will the campaign spread (propagation factor)?
    3.   How will the campaign spread (vectors)?
    4.   How large a group is required to sustain the propagation (viral burden)?
    5.   What is the campaign's goal (maintenance factor)?
    6.   How large a group is required to sustain the campaign once the goal is
         achieved (threshold point)?
    7.   At what point is the campaign too successful (saturation point)?
           Examining The Outcomes

 He also developed his own theory the Meskauskas-
 Carrabis Effect or MCE as a phenomenon wherein
 Jim Meskauskas four necessary elements for viral
 marketing campaign and his trust and fair-exchange
 concept of B2C could be predictable and probabilistic
 if the right tools to determine audience-to-message
 match and related factors are used.

 The four elements by Jim are Entertainment, Utility,
 Palpable Reward, and Uniqueness.
              Examining The Outcomes

 Now, let us first assume that viral marketing is
  controllable.

 How do you do that?
   You start in the end (outcomes/goals) and work it back to the
    beginning.
   Have precise descriptions of all the situations.

   Look back from the goal.
                         Costs

 The cost for viral marketing is always low.


 Ranging from $300 - $50,000 for the budget is
 enough. But usually $10,000 and above is already
 expensive.

 Marketing Sherpa’s criteria in coming for the top 12
 viral campaigns only requires $1000 in budget.
             People And Their Roles

 Companies as advertisers whose role is the
 distribution of their products but more importantly
 to gain brand awareness.

 Developers as publishers who create the medium of
 advertisements for the advertisers.

 And ordinary people as consumers who is
 emotionally affected by the mediums so they spread
 the word or the medium used.
             People And Their Roles

 People are the means and target of these
 advertisements.

 This is why the medium used for the advertisement
 must have the elements needed to stimulate the
 people to respond emotionally.

 This reaction may be positive or negative depending
 on the impression of that person.
Case Studies
  Case Studies



 Video Presentation
                   Local Cases

 Star Trends Apparel Corp. organized a warehouse
 sale that they spread through word-of-mouth
 marketing.

 This company sells overrun goods imported from US
 and UK and is located in Bulacan.

 Some testimonies of people who saw their medium
 said that it was mainly reliable so the campaign has
 been effective.
                    Local Cases

 The composer of the advertisement was explicit with
 his/her use of words and honest.

 The display and content serve them well and this is
 why it became effective.

 The company created an appeal to the consumers to
 purchase goods from them.
                    Best Practices

 Put every necessary seeds to your mediums. For
 example, seed from blogs, videos, download
 community, games, etc. It helps a lot in
 benchmarking and other statistics.

 If you think it is necessary to tie-up with another
 website, then you make the buzz.

 Boost your creative imagination. People want fun
 advertisements.
                        Best Practices

 According to baekdal.com, they have 7 important
 tips in composing your own medium:
 1.   We wanted to build an emotional setting for our consumers.
 2.   We want to do something unique and unexpected.
 3.   Do not make plain advertisements or in other words do not
      make your advertisements too obvious.
 4.   When you got the attention of the viewer, do something.
 5.   Allow sharing, downloading, and embedding.
 6.   Connect with people through comments; sending messages
      promoting a product has the highest pass-around rate.
 7.   Never restrict access! That’s why it’s viral, in the first place.
                                   References

   http://en.wikipedia.org/wiki/Viral_marketing
   http://www.viralmarketingtool.com/statistics.html
   http://www.emarketer.com/Reports/All/Emarketer_2000419.aspx?src=report_head_info_sit
    esearch
   http://www.kbates.com/viral.htm
   http://www.shipsbiscuit.com/2008/06/02/viral-marketing-what-does-success-look-like/
   http://www.4webmarketing.biz/viralmarketing/index.htm
   http://www.scribd.com/doc/38487/The-Six-Principles-of-Viral-Marketing
   http://lars-christian.com/internet-marketing/5-successfully-executed-viral-marketing-
    campaigns/
   http://www.imediaconnection.com/content/10198.asp
   http://www.skelliewag.org/12-examples-of-viral-content-and-what-we-can-learn-from-them-
    101.htm
   http://brand.interactivestrategy.tv/2006/10/29/viral-marketing-impacting-established-
    brands/
   http://www.marketingsherpa.com/sample.cfm?contentID=3225#
   http://www.macalua.com/2007/05/25/viral-marketing-in-the-philippines/
   http://www.baekdal.com/articles/branding/viral-marketing-tricks/
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